Most of us are creatures of habit. Why change if it’s working? I’ve learned over the years that trade show marketing tends to follow the same, well-traveled road for most companies. Same shows. Similar booths. Little change to the exhibit staffing. Common frustrations year after year.
It’s time to buy a trade show display. Unlike lawn mowers, cameras, or smartphones, there’s no Consumer Reports and your experience is limited. So, you do your research on the web, and if you are smart, you consult with a trade show exhibit professional. However, there are questions you won’t ask. How do I know? Because no exhibit manager has ever asked me these questions… and they should.
“Build it and they will come”– This phrase should be your mantra when designing your trade show booth. With a carefully designed booth, you stand a much better chance of attracting potential clients, making sales, gathering contacts, and generally spreading the word about your company. Think of your booth as a microcosm of your business.
Choosing the right trade show display is rarely straight-forward. Most of the time, you are selecting between two similar but slightly different displays. Sometimes it’s about the price. Other times it’s about a personal design preference. Many times, it comes down to weight and assembly.
The trade show season is in full swing, and exhibitors are talking about new graphics, giveaways, and Las Vegas. I love this time of year… and to some extent, loath it. I get to hear exhibitors grumble about the cost of a display, poor leads, drayage, and their ROI.
Trade show exhibit booth space is assigned based on booth size and show seniority. Location is only one factor in selecting an ideal exhibit booth space Keep some distance between you and your competitors.